Weekly Re-Brand #6: WeightWatchers

Welcome to the Blade Weekly Re-Brand, a place for us to take a quick look at some of the rebranding going on in the world and give a quick impression of what went right and what went wrong.

Today, we take a look at WeightWatchers, who announced this week a massive overhaul to their brand.

The old WeightWatchers logo (left) vs. the new WeightWatchers logo (right).

The old WeightWatchers logo (left) vs. the new WeightWatchers logo (right).

What was wrong with the old WeightWatchers?
Aside from a weird spiral icon that nobody seems to have understood, the old wordmark was surprisingly effective. Clean, thin type in a pleasing colour scheme. It seems to me that the logo conveyed “weight loss” fairly well with its thin type, but perhaps others felt differently?

Does the new version fix the problem?
The spiral icon is gone, and we have a new vehicle for conveying the idea of weight loss; Bold, dark type that fades to a light grey, a simple solution.

The new WeightWatchers website.

The new WeightWatchers website.

What new problems have been introduced?
The new logo lacks the iconic look of the old one. This is not an updated brand, everything old has been tossed out in favour of something new, and unfortunately, that newness isn’t the best looking logo on the block. The logo also now says “weightwatchers” in all lowercase, while the brand name remains “WeightWatchers”, a surprising disconnect that it’s hard to imagine was overlooked in branding discussions. Also, designers everywhere take note: The dangers of compressing two words into one all lowercase logo are on bright display here, with an embarrassing word dead center in the new logo.

Is it an overall improvement?
No. Although the notion of weight loss may be better conveyed in the new logo, too much has been sacrificed, including brand consistency.

Do you think the new WeightWatchers is an improvement?

View Results

Loading ... Loading ...
facebooktwittergoogle_plusredditpinterestlinkedinmail
  • Wayne S. Roberts

    Unfortunately, many established brands put far too much focus on updating their icon for reasons known only to them. Ford puts almost the same scripted logo on today’s vehicles that Old Henry put on his Model T back in the early 1900’s. And the Coca Cola logo hasn’t changed much either since its inception. Lesson here is: Your brand community is often less interested in a new logo unless something horrible has been discovered about the old one. Changing your logo, and doing it without much foresight as Weight Watchers has done, is always risky. (Good gravy, look how I just spelled the brand!) Their new logo, apart from look weak as it fades away, is trying too hard to communicate weight loss. Worse than that, it contains a rather offensive word no woman wants to see associated with her or her weight loss partner. WSR